Dwiss Emme Watch

Initially available for the Brazilian market, this "Emme" watch is from new brand Dwiss. Silly names I know, but it is a potentially inexpensive way to get a mechanical watch that pretty well resembles what a lot of people like in an Hublot or Audemars Piguet Royal Oak.

The Emme collection is made up of a few colors and dials styles for a range of looks that aren't half bad. What I don't like however is that open date window - and Dwiss already knows that. The cases are 43mm wide and are made from 9 pieces with a lot screws. Those "side claws" appear to be loosely reminiscent of those on the Omega Constellation models. The cases are water resistant to 100 meters. The dials themselves are modern and sport. They aren't triumphs of uniqueness, but they are legible and not boring. Over the dials are sapphire crystals.

While the images are clearly renderings I think the final pieces will be nice to look at. The Emme watches are attached to black rubber straps and contain Swiss ETA 2824 automatic movements. According to Dwiss they are the nice elabore finished models with a custom Dwiss rotor.

So how about that black phantom model? I think the steel case with silver dial and blue strap is pretty nice. Dwiss tends to think that the Emme watches will be successful in Brazil. If the quality and design are good enough I can see these being more widely available. Prices are from 1,600 - 1,900 Swiss Francs.

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Fueled by an unshakable love for horology and a general curiosity for intricate things, Ariel Adams founded aBlogtoWatch in 2007 as a means of sharing his passion. Since then, ABTW has become the highest trafficked blog on luxury timepieces, and Ariel has become a contributor to other online publications such as Forbes, Departures and Tech Crunch, to name just a few. His conversational writing style and inclusive attitude brings a wider appreciation for watches the world over, and that's just the way he likes it.
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It also reminds Nautilus for the side screws, and like said Hublot and Royal oak, but still a ok design even with a silly name, wondering what people had said when swatch came up with their name, not that is silly as this one but not that far

priced in Swiss Francs for the Brazillian market... they should build it in China from Antarctic materials.

Not that its ugly, but at that price the gold is not gold, it might not even be gold plated, just some gold coloured IP, which is tacky. Really like h blackout vrsion too, but actual photos will tell avery different story I'm sure.

The logo matches the name: silly and poorly thought out. looking at it upsidedown on the seconds hand, it looks like a bigtop tent.

Yes, a big bang, nautilus, ingenieur, and a few other designs were all tossed in a pot and made into a new brand. I can't believe this is the first it's ever happened...

Back in '84-'85, Swatch did not have blogs and forums full of know-it-alls like us to lament why they would go and do something like name yourself Swatch without consulting us first.

Petrol was 35 cents a litre, and the wreck of the Titanic was discovered, but unfortunately none of the watches found were salvageable. You could attend Live Aid and Farm Aid, but those neat little tiny band-aids were'nt on the market yet.

@AtSeaWatchBrazil seems to be a growing economy of middle/upper earners, though the Brazilian communities in large US cities is expanding rapidly with under 25er's there seems to be a lot of cash in Brazil... Doesn't Orient and Ball saturate that market with exclusive designs? Watches we never see here in the US... They 've just had huge oil and gas discoveries.

@Greg S@CG There's money to be spent in many places and women to impress in all of them.

Brazil may be a cheaper market to launch in, but the poverty and crummy income distribution are serious hurdles. There aren't that many people there who can spend R$3,000 for a watch. Those at the top can go far nicer than Dwiss, and those at the bottom can't dream of one of these. It's a middle class brand being aimed at a country without much middle class.